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The biggest threat to local media is not a lack of quality, but a lack of simplicity
How can Belgium’s media and advertising sector hold its ground in a market where inter...UBA Focus News
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BPX and VIA call on the Flemish Government and the Wallonia-Brussels Federation to advertise in Belgian media
In his keynote at the State of the Union, Gauthier Elslander, Managing Director of Belgian P...UBA Focus News
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Green claims: what has changed since 27 September 2026?
Since 27 September 2026, the new European rules stemming from the Empowering Consumers for t...UBA Focus News
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Advertising rules now centralised in one code
The Belgian Advertising Code now brings together the main rules governing advertising in Bel...UBA Focus News
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New anti-greenwashing rules: is your sustainability communication ready for 27 September?
From 27 September 2026, the European Empowering Consumers for the Green Transition (ECGT) Di...UBA Focus News
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When is it mandatory to disclose the use of AI in advertising?
From 2 August 2026, new transparency obligations under the European AI Act become applicable...UBA Focus News
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Do you work with certified influencers?
Launched in October 2025, the Influencer Marketing Certificate in Belgium already counts aro...UBA Focus News
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EU delays AI labelling requirements to 2 December 2026
The application of AI labelling and transparency requirements under the EU AI Act is expecte...UBA Focus News
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Blog series - Brand-agency collaboration in times of AI. Four key insights. (1/5)
AI is not just transforming how work gets done. It is reshaping the expectations, roles and ...UBA Focus News Publications
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Advertising around schools: a clear framework for Out-of-Home
As part of the evolution of self-regulatory codes for alcoholic beverages and food products,...UBA Focus News
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A checklist for ethical advertising
The Council for Advertising launches a practical checklist to integrate ethics into every st...UBA Focus News
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JEP 2025: A fast, responsible and respected system
In 2025, the Jury for Ethical Practices in Advertising (JEP) confirms the strength of Belgiu...UBA Focus News
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Green claims: new EU rules approaching
From September 2026, environmental claims will be tightly regulated in the EU. The ECGT Dire...UBA Focus News
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Making advertising accessible to all
Advertising accessibility is becoming a shared priority. RMB h...UBA Focus News Publications
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Food advertising: looking ahead to 2026
As of 1 January 2026, the Belgian Food Advertising Code will come into force. Advertisers, a...UBA Focus News
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Sustainable consumption: awareness is not enough
Every year, brands, public authorities and NGOs spend millions raising awareness about susta...UBA Focus News
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Launch of the certification for influencers in Belgium
The Influencer Marketing Alliance, the Advertising Council and the sector federations, inclu...UBA Focus News
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UBA calls on brands to work with certified influencers
The Influencer Certificate is now an essential tool to strengthen your collaboration with in...UBA Focus News
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Why responsible marketing is a growth strategy for the future
Is it worthwhile to keep focusing on sustainability, diversity and transparency in uncertain...UBA Focus News
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Humour in advertising: how far is too far?
Humour grabs attention and triggers emotion, making it a powerful advertising tool but not a...UBA Focus News
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Stereotypes are costing brands
A new study challenges two persistent beliefs in advertising: that young faces appeal to eve...UBA Focus News
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Communicating sustainability pays off
The new Responsible Business Index reveals that two of the three most reputable companies in...UBA Focus News
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Bias in AI: risks for brands
Generative AI reflects the biases of our society. For brands, adopting an inclusive approach...UBA Focus News 60 minutes
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Towards more transparency and mutual understanding in the influencer industry
The Belgian influencer sector has taken a clear step towards greater professionalism, better...UBA Focus News
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Stronger protection for youth in food advertising: age limit raised to 16
As of 1 January 2026, food companies, retailers, restaurant chains and advertising stakehold...UBA Focus News
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DEI in Belgium and Europe: following America’s footsteps?
As Diversity, Equality & Inclusion is facing scrutiny in America, many wonder if Europe ...UBA Focus News
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Turning sustainability into action
The fourth edition of Kantar’s Sustainability Sector Index has just been released, off...UBA Focus News
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Key elements for an impactful collaboration with influencers
During the Exchange Community Content session, Kel Wouters, influencer marketing strategist ...UBA Focus News
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The end of alcohol advertising on TikTok and Snapchat
With the rise of new marketing formats and the growing influence of social media on young pe...UBA Focus News
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The alcohol sector commits to more responsible advertising and better protection for young people
The Advertising Council, in collaboration with various stakeholders in the Belgian alcoholic...UBA Focus News
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The dual impact of DEI in advertising
Advertisers who prioritise diversity not only contribute to a better society but can also ex...UBA Focus News
